As I take a deep dive into consulting life, I am finding that businesses both big and small are pouring major dollars into digital marketing, social media and branding. The one puzzling thing is when I have conversations with these companies about their business needs for these things all they seem to know is they want and need to be doing it. The issue is the want and need to get involved with these mediums doesn’t always begin with the necessary basics of knowing what your brand is.
You can’t interest people in patronizing your business when you don’t know what you stand for. Why should they support you? What do you offer? More importantly, what is your value proposition? These are not questions you ask yourself after you launch a social media presence.
People need to understand clearly and quickly what you are about and what the call to action is. You may be successful in business, but being able to articulate your value and purpose in this digital age is paramount.
Before you take that directive to engage your audience online-think about the following:
1) What is the brand? In considering what your brand is- think about your niche-what makes you unique in the marketplace. What is your product or service and how does it solve a problem for your customers. These are just some starters to get your branding juices flowing.
2) What resources will you have available to support your digital presence? This means considering who will need to manage this. Will it be managed in-house or do you need to outsource it? You will also need to consider what your budget is.
3) Do your research. It’s imperative that you understand how your target market searches and makes purchasing decisions on products/services like yours. Doing this allows you to meet your consumers where they are and in a way that is most meaningful for them.
4) Once you are clear on one and two, you will need to consider your strategy. Start small and measure the results of your campaigns to gauge what works for you and what doesn’t.
5) Keep it real, engage, and be consistent with how you portray your company on and offline. Any crack or inconsistency in any of these facets of digital marketing and your reputation could suffer.
Here’s another consideration: when customers take to your social accounts to resolve an issue with your product or service- how will you respond? Since transparency is a top concern for most businesses you will have to decide how transparent and actionable you are willing to be to resolve a customer complaint.
Setting out to get involved in social media and branding your company without any idea about why you are there and who you are is like driving a car with faulty brakes- you are bound to crash and burn. Take the time to seriously evaluate the above-mentioned considerations and set yourself up for success rather than failure.
Want more on how you can set your brand up to succeed? Contact us.